形象广告与功效广告

Image Advertising and Effect Advertising

形象广告和功效广告是广告的两大类型．形象广告采取形象策略，倾向于传达产品的社会文化内涵，塑造品牌个性，提升产品附加值；功效广告采取信息策略，侧重于传达产品的物理属性，宣传产品的实用功能和利益。因此，二者在信息内容、表现策略、诉求策略、说服方式以及适用的产品类型等方面存在明显的区别．

Image advertising and effect advertising are two major categories of advertising. The former, by use of images, tends to convey the social and cultural connotations of the product, to establish the bud individuality and to raise the added value of the product; while the latter, by use of information strategy. places more emphasis on the physical information and the practical functions of the product. Therefore, the two are distinctive from each other in content, forms, persuasion and types of products they are respectively fit for.